Enhance Your Site's Attributes

You can enhance the appearance and coverage of your official website and
presence in Search results by first establishing it with Google. By adding
structured data markup to your site, you can enable more of your site’s
functional and visual elements to appear directly in results and in
Knowledge Graph cards. This makes it easier for users to recognize your official
site and reach information you provide more easily when they search.

This document covers the following site attributes you can enable for search
results:

Business details like physical location and contact information

Marketing details like your official name, logo, and social profile info

Establish your business details with Google

Google offers a variety of ways to help you provide
key business details so that they show up for users in Search results. This section
describes how to make your businesses location, official site, and content info
available for results, Knowledge Graph cards, and Google Maps.

Add your local business

To claim an existing physical business or create a new one, use Google My Business. Once you verify yourself as the owner
of a listing, you can provide and edit your address, contact info, business type, and photos.
This enables your local business information to show up in Google Maps and in Knowledge
Graph cards.

Register your website with Search Console

The first order of establishing your website as an official presence is to register it in Search Console. This process verifies the
owners and operators of the site. Once you've verified your website or app, you can use Search
Console to configure how Google displays information about your site, such as your preferred
navigational sitelinks,
setting your preferred domain,
and other site settings.

Provide business contact markup

Enable your company's contact information to prominently display customer service phone
numbers in Google Knowledge Graph cards in some searches with corporate contact markup. Include the
contact markup on one page in your official site. See details in the data type reference for Corporate Contacts to publish markup code for service phone numbers that
are national or global in scope.

Automatic contact info. Even if you don’t include contact markup on your
page, Google algorithms might find contact information that is publicly available on the web. You
can use this markup to override the information Google finds automatically, but you can’t specify
not to list a contact number.

Add your site’s name, logo, and social links

You can provide marketing information for your site for broader reach and
recognition in Search results.

Site name—Use structured data markup
on your public website to indicate the preferred
name you want Google to display in organic Search results. You can also provide
more than one possible name for your site, and let Google Search algorithms
choose between them.

Site logo—You can specify which image
Google should use as your organization's logo in
search results and the Knowledge Graph. To do this, add schema.org Organization
markup to your official website that identifies the location of your preferred
logo.

Social profile links—Use
markup on your official website to add your social profile information to
Google Knowledge Graph cards in some searches. Knowledge cards can prominently
display your social profile information. Google algorithms process the social
profiles you specify and then display the most relevant ones in response to
users' queries.

Google only shows verified profiles for sites with a
verification process. In some cases, Google algorithms find information that is
publicly available on the web. You can use this markup to override the
information Google finds automatically, but you can't specify not to list a
social profile.

Enable breadcrumbs

Breadcrumb trails on a page indicate the page's position in the site hierarchy. A user can
navigate all the way up in the site hierarchy, one level at a time, by starting from the last
breadcrumb in the breadcrumb trail. See the examples and property details on the
BreadCrumbList data type reference.

Troubleshooting your markup

This section describes common approaches to troubleshooting your site
enhancement markup.

Use the Structured Data Testing Tool to test your markup
to make sure properties specify suitable values, such as a
correct name, contact info, and logo. Give our system a week to
find and update your site details in Search results.

Make suggested changes to Knowledge Graph cards.

If you have waited at least one
week since your marked-up page was last crawled by Google, report information
that you believe is incorrect in a Knowledge Graph card, by
clicking the Feedback link at the bottom of the Knowledge Graph card.
If you are a recognized authority or the site or entity represented in the Knowledge Graph card,
you will see more options for providing specific edits.